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Author : Philip Kotler
Publisher :
ISBN 13 : 9780137426850
Total Pages : 302 pages
Book Rating : 4.4/5 (268 download)
Download or read book Marketing Places in Europe written by Philip Kotler and published by . This book was released on 1999 with total page 302 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Philip Kotler
Publisher : Financial Times/Prentice Hall
ISBN 13 : 9780273644422
Total Pages : 0 pages
Book Rating : 4.6/5 (444 download)
Download or read book Marketing Places Europe written by Philip Kotler and published by Financial Times/Prentice Hall. This book was released on 1999 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Aimed at tourism agencies, students of tourism and local government agencies, this book explains how to adopt a strategic marketing plan that will enable places to adapt and conquer the ever-evolving world marketplace.
Author : Philip Kotler
Publisher : Simon and Schuster
ISBN 13 : 1439105162
Total Pages : 403 pages
Book Rating : 4.4/5 (391 download)
Download or read book Marketing Places written by Philip Kotler and published by Simon and Schuster. This book was released on 2002-01-15 with total page 403 pages. Available in PDF, EPUB and Kindle. Book excerpt: Today's headlines report cities going bankrupt, states running large deficits, and nations stuck in high debt and stagnation. Philip Kotler, Donald Haider, and Irving Rein argue that thousands of "places" -- cities, states, and nations -- are in crisis, and can no longer rely on national industrial policies, such as federal matching funds, as a promise of jobs and protection. When trouble strikes, places resort to various palliatives such as chasing grants from state or federal sources, bidding for smokestack industries, or building convention centers and exotic attractions. The authors show instead that places must, like any market-driven business, become attractive "products" by improving their industrial base and communicating their special qualities more effectively to their target markets. From studies of cities and nations throughout the world, Kotler, Haider, and Rein offer a systematic analysis of why so many places have fallen on hard times, and make recommendations on what can be done to revitalize a place's economy. They show how "place wars" -- battles for Japanese factories, government projects, Olympic Games, baseball team franchises, convention business, and other economic prizes -- are often misguided and end in wasted money and effort. The hidden key to vigorous economic development, the authors argue, is strategic marketing of places by rebuilding infrastructure, creating a skilled labor force, stimulating local business entrepreneurship and expansion, developing strong public/private partnerships, identifying and attracting "place compatible" companies and industries, creating distinctive local attractions, building a service-friendly culture, and promoting these advantages effectively. Strategic marketing of places requires a deep understanding of how "place buyers" -- tourists, new residents, factories, corporate headquarters, investors -- make their place decisions. With this understanding, "place sellers" -- economic development agencies, tourist promotion agencies, mayor's offices -- can take the necessary steps to compete aggressively for place buyers. This straightforward guide for effectively marketing places will be the framework for economic development in the 1990s and beyond.
Author : Erdener Kaynak
Publisher : Routledge
ISBN 13 : 1136427511
Total Pages : 184 pages
Book Rating : 4.1/5 (364 download)
Download or read book European Perspectives in Marketing written by Erdener Kaynak and published by Routledge. This book was released on 2012-12-06 with total page 184 pages. Available in PDF, EPUB and Kindle. Book excerpt: Improve your grasp of contemporary European marketing issues with these fascinating case studies and analyses! From the editor: Europe is not a homogenous mass market. It is rather a heterogeneous market with substantial regional, country, and individual market differences. There are three major sub-markets: European Union (EU) countries, European Free Trade Area (EFTA) countries, and Eastern/Central European (ECE) countries (accession countries). Ten of these countries joined the EU on May 1st, 2004. These countries offer tremendous market opportunities for other European countries, as there is a strong demand in these ten countries for various products and services. Very soon, we will be witnessing the emergence of an enlarged Europe with high market and investment potential. This resource examines marketing practices and consumer behavior in several EU countries, plus one EFTA country and one Associate EU member country. With conceptual frameworks, case studies, analytical insights into European marketing issues, empirical data, and propositions for future testing, European Perspectives in Marketing presents clear, understandable writing on: outsourcing industrial products from Eastern and Central European suppliers cross-cultural differences in the effect of advertising repetition and size—with a case study from Germany the internationalization of small high-tech firms—with case examples from Norway the impact of the euro on Italian consumers’ currency adjustment strategies—have they successfully adapted to the new currency by substituting their old internal price references (based on the high-denomination lira) with a new set of references that reflects the low-denomination currency of the euro? international antitrust strategies and the policies of Pepsi and Coke in Europe as compared to in the United States—and a look at the managerial and public policy implications of US and EU antitrust regulations recent advances in Information & Communication Technology (ICT) and how they can reduce the communication barriers between and within geographically dispersed organizations why young Turkish adults (high school and university students, and young people in the workforce) purchase and use mobile telephones for symbolic rather than practical reasons
Author : Erdener Kaynak
Publisher : Routledge
ISBN 13 : 1136437592
Total Pages : 186 pages
Book Rating : 4.1/5 (364 download)
Download or read book Marketing Issues in Western Europe written by Erdener Kaynak and published by Routledge. This book was released on 2012-11-12 with total page 186 pages. Available in PDF, EPUB and Kindle. Book excerpt: Be prepared for the differences in marketing across European borders! Europe is not a uniform market. Each country is comprised of differing marketing systems of varying importance. Marketing Issues in Western Europe: Changes and Developments clears the fog from marketing practices and strategic issues for this crucial area of the business world. This detailed examination of Western European industries and marketing practices not only clearly explores the shifting trends within the countries described, but can also be seen as a bellwether for neighboring regions on the continent. Respected international experts provide an up-to-date inside look at what the pressing concerns are and what unique strategies work for business in various sectors. The European Union’s birth can be traced back to 1951 when six countries of Western Europe banded together to form what was then known as the European Coal and Steel Community. Since then, Western Europe has played a significant role as the nucleus for the important marketing trends and industry changes for the entire EU. Marketing Issues in Western Europe: Changes and Developments provides conceptual frameworks, illustrative case studies, deep analytical insights into marketing issues, detailed empirical data, and thoughtful propositions for future testing. International business researchers, business and marketing consultants, developmental agencies, and companies prospectively interested in investment will find this book to be crucial for making decisions involving marketing in the countries of the EU or the rest of the continent. Chapters are richly referenced, and several include tables and charts to clearly illustrate data. Marketing Issues in Western Europe: Changes and Developments includes: a thought-provoking look at the multidimensional state of marketing in Western Europe a probing appraisal of Pan-European marketing with a proposed conceptual framework a review of the marketing consequences of internal market unification an exploratory study of marketing practice and market orientation a penetrating look at the role of domestic animosity in consumer choice detailed research describing price strategy in the EU an exploration of the impact of fear appeal in a cross-cultural context and more! Marketing Issues in Western Europe: Changes and Developments is a probing examination of the dynamic marketing developments in Western European countries to give you the insight needed to effectively prepare for the future.
Author : Richard L. Lynch
Publisher :
ISBN 13 :
Total Pages : 264 pages
Book Rating : 4.3/5 (555 download)
Download or read book European Marketing written by Richard L. Lynch and published by . This book was released on 1992 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt: The aim of this guide is to alert businesses to the marketing opportunities that exist within the EC, and to provide guidelines for the development and implementation of an effective pan-European marketing strategy. It is illustrated throughout with case studies of current market activities.
Author : Papadopoulos, Nicolas
Publisher : Edward Elgar Publishing
ISBN 13 : 1839107375
Total Pages : 392 pages
Book Rating : 4.8/5 (391 download)
Download or read book Marketing Countries, Places, and Place-associated Brands written by Papadopoulos, Nicolas and published by Edward Elgar Publishing. This book was released on 2021-09-14 with total page 392 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book integrates new thinking on the image, marketing, and branding of places at all levels, from town squares to cities and countries, and of the products and peoples associated with them, thereby bridging the ‘country’ and ‘place’ silos in place-related research and practice. Insightful contributions from top scholars reflect fresh theorizing and provide a critical appraisal of conventional wisdom by juxtaposing intriguing contexts, questioning commonplace practices, and challenging methodologies and theoretical assumptions.
Author : European Cities Marketing
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (133 download)
Download or read book European Cities Marketing Benchmarking Report 2010 written by European Cities Marketing and published by . This book was released on 2010 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Jordi Montaña
Publisher : SAGE Publications Limited
ISBN 13 :
Total Pages : 224 pages
Book Rating : 4.3/5 (512 download)
Download or read book Marketing in Europe written by Jordi Montaña and published by SAGE Publications Limited. This book was released on 1994 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Illustrates different aspects of marketing by European-based companies, who market their products in Europe and elsewhere. The work covers issues such as international market segmentation, advertising, branding and pricing, distribution and new product development.
Author : Rein Rijkens
Publisher : Weidenfeld & Nicolson
ISBN 13 : 9780304317967
Total Pages : 232 pages
Book Rating : 4.3/5 (179 download)
Download or read book European Advertising Strategies written by Rein Rijkens and published by Weidenfeld & Nicolson. This book was released on 1992 with total page 232 pages. Available in PDF, EPUB and Kindle. Book excerpt: Looking to 1992 and beyond, many companies are studying the means to take advantage of the opportunities offered by a unified European market. The book provides insights through an examination of 13 international companies operating 15 brands.
Author : Nigel Morgan
Publisher : Routledge
ISBN 13 : 1136346635
Total Pages : 393 pages
Book Rating : 4.1/5 (363 download)
Download or read book Destination Brands written by Nigel Morgan and published by Routledge. This book was released on 2012-05-23 with total page 393 pages. Available in PDF, EPUB and Kindle. Book excerpt: This textbook shows how cities, regions and countries adopt branding strategies similar to those of leading household brand names in an effort to differentiate themselves and emotionally connect with potential tourists. It asks whether tourist destinations get the reputations they deserve and uses topical case studies to discuss brand concepts and challenges. It tackles how place perceptions are formed, how cities, regions and countries can enhance their reputations as creative, competitive destinations, and the link between competitive identity and strategic tourism policy making.
Author :
Publisher :
ISBN 13 :
Total Pages : 1194 pages
Book Rating : 4.F/5 ( download)
Download or read book International Literary Market Place. European Edition written by and published by . This book was released on 1994 with total page 1194 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Gregory Ashworth
Publisher : Edward Elgar Publishing
ISBN 13 : 184980639X
Total Pages : 295 pages
Book Rating : 4.8/5 (498 download)
Download or read book Towards Effective Place Brand Management written by Gregory Ashworth and published by Edward Elgar Publishing. This book was released on 2010-01-01 with total page 295 pages. Available in PDF, EPUB and Kindle. Book excerpt: Many facets of place branding, such as identities, image, promotion or sense of place, have been around for a long time. However, the need to analyse their nature in the context of branding and to examine their relationships in detail has grown rapidly in the last decade or so, as places all over the world have put branding activities higher than ever in theiragenda. This important new book examines and clarifies key aspects of the recently popularised concept of place branding, expounding many controversies, confusions and discords in the field. The expert contributors clarify several unresolved issues surrounding the application of place branding, in particular its multiple goals. They provide adetailed analysis of the role of local communities in place branding strategies, and illustrate not only how, but also why brand management should be implemented. Case studies from a range of jurisdictions and cultural and political viewpoints are drawn upon, each illustrating an array of issues or techniques in specific economic, cultural and geographical contexts. This book provides a theoretically informed but practically oriented overview and discussion of the increasingly popular field of place branding as an instrument of place management. As such, it will strongly appeal to both academics and practitioners in the fields of place marketing, place branding, local development, tourism planning and development, tourism marketing, cultural geography, urban and regional planning. Consultants in local authorities, national and regional tourism boards will also find this to be a fascinating read.
Author : Gregory John Ashworth
Publisher : Edward Elgar Pub
ISBN 13 : 9781848442429
Total Pages : 279 pages
Book Rating : 4.4/5 (424 download)
Download or read book Towards Effective Place Brand Management written by Gregory John Ashworth and published by Edward Elgar Pub. This book was released on 2010 with total page 279 pages. Available in PDF, EPUB and Kindle. Book excerpt: Many facets of place branding, such as identities, image, promotion or sense of place, have been around for a long time. However, the need to analyse their nature in the context of branding and to examine their relationships in detail has grown rapidly in the last decade or so, as places all over the world have put branding activities higher than ever in their agenda. This important new book examines and clarifies key aspects of the recently popularised concept of place branding, expounding many controversies, confusions and discords in the field.
Author : Brad Olsen
Publisher : CCC Publishing
ISBN 13 : 9781888729122
Total Pages : 342 pages
Book Rating : 4.7/5 (291 download)
Download or read book Sacred Places Europe written by Brad Olsen and published by CCC Publishing. This book was released on 2007 with total page 342 pages. Available in PDF, EPUB and Kindle. Book excerpt: Combining current trends, academic theories, and historical insights, this travel guide brings both lesser-known and famous European spiritual locales into perspective by explaining the significance of each sacred site. The cultural relevance, history, and spirituality of each site—including Stonehenge, the Acropolis, Mont Saint Michel, Pompeii, and Saint Peter’s Basilica—are explained, creating a moving and artistic travel experience. Each destination—with selections spanning more than 15 countries throughout Europe—is accompanied by easy-to-follow maps and directions.
Author : Phil Harris
Publisher : SAGE
ISBN 13 : 9780761966050
Total Pages : 340 pages
Book Rating : 4.9/5 (66 download)
Download or read book European Business and Marketing written by Phil Harris and published by SAGE. This book was released on 2004-05-25 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: The second edition of European Business and Marketing will be published in 2000 in time for the millennium and has been fully revised to incorporate much modern thinking in Europe. It includes material on the Euro and the enlargement of the European Union and the development of global companies with a European base. The text has been researched and written especially for students on undergraduate and post graduate courses, who need to understand modern European marketing, the European Union and the distinct features that are emerging in the World's largest market place. The second edition of the successful European Business and Marketing text has been fully revised and includes new chapters on marketing strategy in Euro
Author : European Cities Marketing
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (475 download)
Download or read book The European Cities ̕visitors Report 2009 written by European Cities Marketing and published by . This book was released on 2009 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
